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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies by Josh Bernoff, Charlene Li

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introduction

Rick Clancy seemed worried.

Rick is a fifty-ish, powerful-looking man with graying hair and, until today, a confident manner that always reflected his control of the situation. In his role as head of communications for Sony Electronics, we’d seen him deal with tough business reporters, nasty competitors, product recalls, and more than one cranky company CEO, all with grace and confidence.

We were meeting him for breakfast before an all-day meeting. He was grappling with a force he didn’t understand, one that was growing all the time. Bloggers. Discussion groups. YouTube. Consumers whom he’d never met were rating his company’s products in public forums that he had no experience with and no way to influence.

All were assaulting his ...

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